Renegade
This is a technique we use to help brand teams break down widely-held assumptions when confronted with a particular challenge.
‘Non-marketing' people are really good at this: they have less marketing expertise.
Think of a brand and the category you are in. Are you already making assumptions?
List all the accepted conventional thinking around the category, consumer and communication in the category.
Challenge each assumption by thinking of a way of changing it.
Choose those that you find to have the most potential.
Apply them practically.
Example:
The way we think about it:
Cigarettes are unhealthy
A new way to think about it:
‘Healthy' additive-free cigarettes
Example:
The way we think about it:
Soda brands are about who the brand is
A new way to think about it:
Soda brands are about who you are
Jones Soda puts your photos on their bottles.
Visit www.jonessoda.com to see how this company doesn't behave like a normal soda company.
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